102 test bank for contemporary advertising and integrated marketing communication 13th edition by arens

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102 Test Bank for Contemporary Advertising and Integrated Marketing Communication 13th Edition by Arens

True - False Questions

The ultimate goal of the marketing process is to build

Implied consumers are the people in the real world who

comprise the ad's target audience

Every business organization typically performs a number of diverse activities that are usually classified as operations, finance/administration, and marketing

Sponsorial consumers are the gatekeepers who decide

whether the ad will run or not

1 True

2 False

A spokesperson for a brand of golf clubs is part of the

message dimension for marketing communications

When Mariel uses a 50-cents-off coupon to purchase

spaghetti sauce, she is providing feedback

The only element in the marketing strategy that does not influence the type of advertising to be used is the element of place

1 True

2 False

Feedback employs a sender-message-receiver pattern,

except that it is directed from the receiver back to the

Multiple Choice Questions - Page 1

In the receiver dimension of advertising, _ are the

people in the real world who comprise the ad's target

In the receiver dimension of advertising, _ are the

gatekeepers who decide whether the ad will run or not

1 A WOM is a type of advertising media.

2 B Addressable media and interactive media are synonyms.

3 C The Internet is classified as a noninteractive advertising medium.

4 D An advertising medium is any nonpersonal means used to present an ad to a target market.

5 E WOM is a more structured type of media than most other mass media.

Andy Gee operates a catering business that can prepare barbecue for 2,000 people In a trade journal, Gee learned about a new kind of meat thermometer that was designed to operate in temperatures as high as 290°C Gee used _ to become familiar with this new product

To the consumers of cosmetics, Halle Berry, who appears as

a spokesperson in commercials, is a(n):

5 E drama

Which of the following is an example of a source dimension for an ad for jeans?

1 A The ad's slogan

2 B The product itself

3 C The manufacturer of the jeans

4 D The dramatic message of the ad

4 D An accountant's tax preparation business

5 E A dry cleaner's spot removal certification guarantee

Which of the following is NOT an example of an advertising medium?

In advertising, the source dimension includes:

1 A the sponsor, the author, and the persona.

2 B the headline, the body copy, and the closing.

3 C the implied, sponsorial, and actual decoders.

4 D autobiography, narrative, and drama values assigned to the message.

5 E the biography, the epic and the invective.

Because advertising is typically directed to groups of people rather than to individuals, advertising is referred to as:

Which of the following statements about advertising is true?

1 A Advertising is considered individual communication.

2 B Advertising is just a business process.

3 C Advertising has an identifiable sponsor.

4 D Advertising is unstructured communication.

5 E Marketing communications are just one type of advertising.

In terms of the application of the human communication process to advertising, the restaurant owner who read all of the copy in an ad for the international trade show for people

in the food and drink industry would be a(n):

In the _ advertising message, "I" tell a story about

myself to "you," the imaginary audience eavesdropping on

In 2005, singer Enrique Iglesias signed a multi-year deal as spokesperson for a new fragrance Iglesias will be part of the _ dimension in ads for the new fragrance.

1 A sponsor, author, persona.

2 B implied, actual, and sponsorial.

3 C invective, philosophy, and saga.

4 D novel, epic and academic journals.

5 E narrative, autobiography, and drama.

In advertising, the receiver dimension includes:

1 A encoders, decoders, and feedback.

2 B implied, actual, and sponsorial consumers.

3 C brand-loyal, product-loyal, and general consumers.

4 D the art director, its personae, and authors.

5 E feedback, perception, and behavior.

Which of the following is the best example of a service?

1 A A 2-year warranty on gym equipment

2 B A how-to book on losing weight

3 C Flowers for Mother's Day

4 D Gift wrapping paper sold as an elementary school fund-raiser

5 E A social worker's PDA that lists all clients by area of need

There is an ad for pretzels in a women's magazine In terms

of applying the human communication process model to advertising, the magazine serves as a(n):

_ is the structured and composed nonpersonal

communication of information, usually paid for and usually persuasive in nature, about products or ideas by identified sponsors through various media

Which of the following is the most likely potential target market for a manufacturer who is licensed by a wrestling entertainment company to make Halloween costumes based

on characters seen in their matches?

1 A People who enjoy Olympic wrestling

2 B Pre-teen males who wish to emulate their favorite wrestlers

3 C People who believe wrestling promotes violence

4 D Parents who are sports enthusiasts

5 E Anyone who has attended a wrestling match

What is a role of advertising in marketing?

1 A It includes developing products and pricing them strategically.

2 B To inform, persuade, and remind groups of customers about the company's goods and services.

3 C To deal directly with customers, face-to-face conveying information, giving demonstrations on high-ticket items such as real estate and furniture.

4 D To make the product available through the distribution network.

5 E To earn a profit for the firm by consummating the exchange of products or services with those customers who need or want them.

The process of integrating all the messages created by an advertiser's various communication agencies and sent out

by various departments within the company to achieve

consistency is called:

1 A integrated marketing communications.

2 B integrated project management.

3 C integrated accountability communications.

4 D integrated business administration.

5 E integrated employee communications.

The brochure you receive from the ceiling fan manufacturer, the pamphlet of recipes from the producers of cranberry juice products, and the instructions that came with your new telephone system are all examples of:

Lee did not see the ad for the aquarium that was in

Wednesday's local paper because he was much more

interested in an article on classic car collectibles that was right next to the ad for the aquarium In terms of the

communication process, the classic car article served as _ for the aquarium

1 A the mass media is the most specialized media.

2 B consumers are less sophisticated.

3 C tremendous gaps exist between what companies say in their advertising and what they actually do.

4 D there is a need to allow multiple forms of marketing communications to work in isolation in order to achieve consistency.

5 E there is a high degree of coordination among all the messages created by an advertiser's various communication agencies.

The ad for sunny Florida beaches is designed to make

people want to visit Florida It contains a Web site address and a toll-free number that can be used by people planning a vacation to Florida This type of advertising is an example of:

The two primary types of target markets are _ markets

1 A domestic and international

2 B internal and external

3 C demographic and psychographic

4 D business and consumer

5 E non-controllable and controllable

A restaurant owner, who read all of the copy in an ad for the international trade show for people in the food and drink industry, decided to request a registration form In the

context of advertisement, this is referred to as:

1 A acting as a source.

2 B providing feedback.

3 C creating a persona.

4 D using integrated marketing communications.

5 E creating a new communication channel.

The advertising used by high-end car companies creates the perception that the automobile is a luxury product and is intended for the elite Which element of its marketing

strategy most likely dictates its use of image advertising?

The thirteen-year-old teenage boy will more than likely

ignore the commercial about preventing baldness because

he is NOT the part of the advertiser's:

Of all the business functions, _ is the only function

whose primary role is to bring in revenues

1 A finance

2 B research and development

3 C human relations management

4 D marketing

5 E accounting

Which of the following activities refers to all the planned messages that companies and organizations create and disseminate to support their marketing objectives and strategies?

4 D noncommercial advertising.

5 E retail advertising.

Which of the following types of advertising is considered good at creating awareness and credibility for a business firm at relatively low cost?

1 A Sales promotion advertising

2 B Public relations advertising

3 C Direct-response advertising

4 D Nonproduct advertising

5 E Brand advertising

Which of the following aspect of advertising will be

determined by the marketing strategy?

1 A Which sales person would demonstrate the product to customers?

2 B What would be the incentive per product sale?

3 C Who should the target consumer be and what media should be used?

4 D How to build the company's image in the eyes of the employees and

stakeholders?

5 E What information should be included in product specification sheets?

In order to convey the benefits of sponsorship to a potential sponsor, a rodeo show would most likely use _ This enables the marketer to answer the prospect's questions on the spot

As of January 2006, a supermarket chain operated 142

supermarkets in the New York-New Jersey and Philadelphia metropolitan areas The store only advertises in those states where it has stores The store would more than likely use _ advertising

1 A acting as a source.

2 B providing feedback.

3 C creating a persona.

4 D using bi-lateral marketing communications.

5 E creating a new communication channel.

Which of the following is a major drawback to the use of personal selling?

1 A Its low frequency and reach

2 B Its high per-customer costs

3 C Its inability to convey large amounts of information

4 D Its ineffectiveness as a motivator

5 E Its ineffectiveness to build brand value

Which of the following organizations is most likely to use PSA?

1 A Save our world

2 B The Home Depot

3 C Purina dog chow

4 D FedEx

5 E State Farm insurance

_ is the process of planning and executing the

conception, pricing, distribution, and promotion of ideas, goods, and services to create exchanges that satisfy the perceived needs, wants, and objectives of individuals and organizations

Free Text Questions

Write a note on the nonpersonal aspect of advertising.

Answer Given

Advertising is directed to groups of people rather than to individuals It is therefore nonpersonal, or mass, communication These people could be consumers, who buy products like Minis for their personal use Or they might be businesspeople who buy fleets of cars for commercial or government use.

Why is feedback so important to the advertising

communication process?

Answer Given

Feedback completes the cycle and verifies that the message was received.

List the three specialized types of business advertising.

Answer Given

The three specialized types of business advertising are trade, professional, and agricultural (farm) advertising.

List and briefly describe the elements of the human

communication process model described in the text.

How does the human communication process relate to the advertising process?

dimension includes how the ad uses or blends the autobiographical message, the narrative message, and the drama message (3) The receiver dimension includes the implied consumers, who are addressed by the persona, the sponsorial

consumers, who decide if the ad will run or not, and the actual consumers, who are equivalent to the receivers in oral communications.

What is the difference between consumer and business

advertising?

Answer Given

Usually sponsored by the producer (or manufacturer) of the product or service, these ads are typically directed at consumers, people who buy the product for their own or someone else's personal use Companies use business advertising to reach people who buy or specify goods and services for business use It tends to appear in specialized business publications or professional journals, in direct mail pieces sent to businesses, or in trade shows Since business advertising rarely uses consumer mass media, it is typically invisible to consumers.

Which marketing communication tool is the most effective at reaching more prospects at lower costs than personal

The primary role of marketing is to bring in revenue.

What are the two main types of target markets?

Answer Given

The two main types of target markets are consumers and businesses.

What is meant by the term 'advertising medium'? Give

examples.

Answer Given

An advertising medium is any nonpersonal means used to present an ad to its target audience Examples of advertising mediums include radio advertising, television advertising, newspaper ads, and so on.

What is the role played by the interactive media in the

advertising communication process?

Answer Given

The interactive media allows consumers to participate in the communication by extracting the information they need, manipulating what they see on their

computers or TV screens in real time, and responding in real time.

Which element of the receiver dimension serves as a

communication gatekeeper?

Answer Given

he element of the receiver dimension which serves as a communication

gatekeeper is the sponsorial consumers.

Why is a word-of-mouth (WOM) advertising not an

advertising medium?

Answer Given

Although WOM is a communication medium, it's not an advertising medium

because it is not structured, sponsored, or paid for.

What is the difference between global advertising and

international advertising?

Answer Given

Global advertising uses messages that are consistent around the world

International advertising may contain different messages and even be created in each geographic market.

What are the three elements of the source dimension of

The objectives of awareness advertising are to create an image for a product and

to position it competitively with the goal of getting readers or viewers to select the brand the next time they buy.

Which element of the receiver dimension is equivalent to the receivers in oral communications?

Noise is the situation in which the sponsor's advertisement competes with

hundreds of other commercial and noncommercial messages.

What three literary forms are used in the message dimension

of advertising communication?

Answer Given